Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it. Your name differentiates you from your peers, peaks customer interest, and invites further investigation — if you do it right.

published Jan 9, 2018, 6:00:20 AM, by Patrick T. Harker (Bloomberg View) — In 2006, Philip Marshall had to make a critical decision: turn in his father for exploiting Philip’s grandmother, or do nothing. Philip’s decision to act revealed to the world what remains perhaps the world’s highest profile case